Dr hab. Jarosław Plichta, Prof. UEK

Biographical Note

Dr. Jarosław Plichta, Prof. UEK, is the head of the Department of Trade and Market Institutions. He graduated in Organization and Management from the University of Economics in Krakow (currently the University of Economics in Krakow) and has been associated with the university since 1986, initially as a student and since 1992 as an employee.

Scientific Interests

The research focus of the Department of Trade and Market Institutions at the College of Management and Quality Sciences aligns with Dr. Plichta’s scientific and didactic profile. The research paths are twofold, addressing issues of exchange, including retail trade and services in the integrated space created by modern technologies, and delving into the institutional trend. The latter explores processes at the micro- and meso-level related to the determinants of market entity behavior in conditions of information asymmetry and uncertainty in their relations. The central theme of research revolves around transaction costs and transaction value as premises for the existence and creation of new market institutions, ensuring the effectiveness of management and exchange processes. An integral aspect is the management of relations between stakeholders and the processes of value co-creation in private and public goods markets. Research projects integrate an institutional approach with marketing methodologies, utilizing both quantitative and qualitative research tools. Dr. Plichta is a member of the World Interdisciplinary Network for Institutional Research (WINIR), and his interests are reflected in over 120 articles, chapters of monographs, and books published in recognized domestic and international journals and publishing houses.

Language Skills

Dr. Plichta possesses proficiency in German (very good), English (good), and Russian (poor).

Teaching Activity

Dr. Plichta engages in teaching activities across first- and second-cycle studies and postgraduate studies. The subjects covered include Market Institutions, Marketing and Sales Controlling, Merchandising, Merchandising and Product Category Management, Multi-Channel Sales Management, Performance Marketing, Sales Department Management, Marketing, Marketing of Cultural Goods, and Logistics Decisions using a Spreadsheet. His significant contributions involve supervising several hundred diploma, master’s, and postgraduate theses, earning several Rector’s awards for scientific and organizational activities.

Organizational Activity

Dr. Plichta actively contributes to the University’s life and associated environments. He previously served as the head of the Local Teaching Centers in Tarnów and Miechów and, until 2008, as the President of the Management Board of the Economic Foundation in Krakow. He holds memberships in the UEK Senate, the Council of the College of Management and Quality Sciences, the Discipline Council of Management and Quality Sciences, the Council of the Institute of Management, and chairs the Senate Committee for Publications. He has coordinated and managed numerous national and international projects funded by EU funds and national and international programs.

Cooperation with the Socio-economic Environment

Over his 30 years of work at the University of Economics in Krakow, Dr. Plichta actively collaborated with business entities and public institutions. He authored and co-authored numerous expert opinions and studies on the economic and social impact of trade sector entities, focusing on turning and feasibility studies in the area of commercial activity. Serving as an expert and advisor, he contributed to monitoring and applying several projects in the field of education during the implementation of EU-funded programs for Poland: IROP and POKL. Dr. Plichta has collaborated with various institutions in the training market, conducting numerous training courses for enterprises from the insurance, business services, trade, and public sectors in the fields of marketing and sales.

Hobbies

Dr. Plichta’s hobbies include music, playing the guitar, cycling, hiking, and sailing.